Communication management in Spanish public universities

被引：27

作者：

Simancas-Gonzalez, Esther ^{[1
]}

Garcia-Lopez, Marcial ^{[2
]}

机构：

[1] Univ Cadiz, Fac Ciencias Sociales & Comunicac, Av Univ S-N, Jerez de la Frontera 11405, Cadiz, Spain

[2] Univ Malaga, Fac Ciencias Comunicac, Calle Leon Tolstoi S-N, Malaga 29010, Spain

来源：

PROFESIONAL DE LA INFORMACION | 2017年 / 26卷 / 04期

关键词：

University communication; Institutional Communication; Participatory communication; Public communication; Communication strategies; Communication management; Dircoms; Public universities; Spanish universities;

D O I：

10.3145/epi.2017.jul.17

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

This paper analyzes communication management in Spanish public universities by interviewing communication directors of these institutions. Results show that, in addition to the shortcomings identified in the management of communications in public universities, which undermines the achievement of the exact marketing objective, the diffusional model is dominant, playing a negative influencing role. The diffusional model obscures other alternative models that would show more democratic institutions.

引用

页码：735 / 744

页数：10

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